Fabio writes foreword for TUBZ self-help book

The mascot for ‘I Can’t Believe It’s Not Butter!’, known as TUBZ, has released a self-help book titled ‘Lifting the Lid: The T. U. B. Z. Method for Unlocking Your Full Potential’. The 70-plus-page book, launched on September 22, 2026, centers on a fictional comeback story where the mascot moves from being a forgotten refrigerator staple to a figure of personal reinvention.

The book introduces the ‘T. U. B. Z. Method’, a four-step framework designed for personal transformation. Fabio, the model famous for 1980s and 1990s romance novel covers and ‘I Can’t Believe It’s Not Butter!’ commercials, has written the foreword. Fabio, who has a long history with the brand dating back to 1994, serves as a mentor figure in the campaign, connecting his own career of reinvention to the mascot’s journey.

Flora Food Group announced the launch, noting that the campaign ties the mascot’s reinvention story to the brand’s own product reformulation. The book was released with a listed launch price of $4.60.